Rae Morris drives 51% of total revenue through Klaviyo, with authentic customer engagement

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Rae Morris is a highly acclaimed Australian makeup artist who founded her own luxury beauty brand. Known for her innovative, handcrafted Japanese makeup brushes, Morris boasts a significant direct-to-consumer (DTC) business, and a strong retail network including Mecca in Australia and Bergdorf Goodman in New York. Rae Morris emphasises enhancing women’s natural beauty over chasing trends, which has helped the brand foster an engaged community. For years, they have used Klaviyo to cultivate smarter digital relationships and drive business growth.

Learn why Klaviyo is Rae Morris’s secret to deeper customer connections

Challenge

Rae Morris’s authentic approach to makeup artistry and education has set her eponymous brand apart from the competition, helping build a community of makeup lovers who trust her advice and products.

To maintain this trust, authenticity needs to shine through in everything the brand does, from the way they source brush materials to their communications with the market.

Rae Morris’s previous email provider made scaling a personal connection with a growing audience difficult. As such, the brand needed a more advanced communications tool to reflect Morris’s unique, authentic voice.

Solution

Rae Morris switched from Mailchimp to Klaviyo, integrating seamlessly with Shopify to build a strong foundation for enhanced customer engagement.

Klaviyo’s platform empowered the brand to move beyond basic email broadcasts. Since then, they’ve been working with REP. to build highly personalised and automated customer journeys across both email and SMS—crucial for building an authentic, personalised connection with customers.

“At REP., we work closely with Rae Morris to craft highly segmented and personalised flows that not only drive conversions but also deepen customer loyalty,” says Georgia McDermott, account director at REP. agency. “Thanks to Klaviyo, Rae can ensure every interaction that comes from the brand encapsulates her unique approach to beauty.”

Strategy

Switching to Klaviyo has helped Rae Morris power ongoing growth. In Q2 2025 they drove a 38% QoQ increase in ecommerce revenue, with the majority of ecommerce revenue (51%) attributable to Klaviyo. The brand nurtures customers with Klaviyo by:

• Cultivating engagement with an educational welcome series: With REP. the brand overhauled their welcome series, transforming it from a standard discount offer to a rich, educational journey. Customers now receive up to six emails — some of which feature exclusive video tips from Rae Morris on each of her top four brushes. Offering unique, valuable content that isn’t available elsewhere has resulted in exceptional engagement, including a 158% increase in Conversion Rate in the first 30 days of being live, when compared to Rae Morris’ previous Welcome Series.
• Personalising timely abandoned cart messages: REP. has crafted Rae Morris’s welcome and abandoned cart series to intertwine in order to give customers a smooth journey. For example, if a subscriber clicks on one of the four brushes highlighted in the welcome series and adds the brush to their cart but doesn’t progress to placing an order, they will receive a personalised abandoned cart email further highlighting the details of that specific brush.
• Maintaining a consistent, non-promotional content calendar: To keep their subscriber base highly engaged, Rae Morris sends “tip of the month” campaign emails that are primarily educational and non-promotional. In the first half of 2025, the average open rate was 42% and June’s campaign achieved an incredible open rate of 76% with a tip on creating “lifted eyes.”
• Running low-frequency, high-impact sales events: The consistent drip of educational content keeps Rae Morris’s audience highly engaged ahead of their two annual major sales events. Their 2025 end-of-financial-year campaigns drove 70% revenue growth compared to the previous year. For future sales, like Black Friday, the team plans to implement even more customised and segmented offers, ensuring offers are tailored to customers’ individual needs.

“Klaviyo has been truly transformative for our business, both in terms of sales and in helping us build a loyal community who trust Rae’s expertise,” says Jim Cornish, managing director at Rae Morris. “We now see about 50% of our monthly revenue directly attributed to Klaviyo, which is a testament to its power to drive tangible business outcomes.”